Husband-wife influence in selecting a family professional
Jack J. Kasulis Ph.D., Marie Adele Hughes Ph.D.
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 1
Abstract
This research addresses two research questions: (1) Are there differences in patterns of husband-wife roles in the selection of family professionals across different professional groups? (2) Do husbands and wives differ in their perceptions of their roles in the selection of family professionals? Over 300 respondents were asked to specify the degree of relative influence that the husband and the wife had in the selection of six family professionals: physican, dentist, eye-care specialist, lawyer, insurance agent and pharmacist. The findings indicated that: (1) Quite diverse patterns of family decision making occur across the six professional groups. (2) The aggregate perceptions of wives and husbands differ considerably with respect to two professionals: eye-care specialists and dentists.
Keywords
Consumer Research, Joint Decision, Insurance Agent, American Market Association, Aggregate Response
Enable JavaScript for citation tools and additional paper interactions.